Interview with Igor Magugliani about the importance of trade fairs for Wöhner

Only a few weeks to go until HANNOVER MESSE, the first trade fair for Wöhner this year, starts. Together with Igor Magugliani, Vice President for Global Sales at Wöhner, we take a look at HANNOVER MESSE, the importance of trade fairs and our expectations.


What is the importance of Hannover Messe for Wöhner?

Igor Magugliani: Wöhner has been represented at the world's leading industrial trade fair since 1954. The fair is the optimal place for direct encounters and personal exchange. As a showcase for global industry, it is a forum for sophisticated technical solutions. This is where groups meet medium-sized companies and start-ups. That's why the Hannover Messe is a definite "place to be" for us.

Expectations are high. I am also sure that Hannover Messe 2023, which will finally be live again, will be a veritable "Olympics of innovation" – with the core topics of energy efficiency and sustainability, but also with a strong focus on future technologies such as artificial intelligence, hydrogen and Industry 4.0. In combination, these and other technologies can enable real climate protection and at the same time support and drive economic development.


Due to the pandemic, trade fairs were questioned as a marketing tool. What role do trade fairs play for Wöhner in communication?

Igor Magugliani: The essence of trade fairs is encounter and exchange. And exactly this direct contact is the reason why we at Wöhner value trade fairs that much. Admittedly, the pandemic with its limitations has shown us that alternative formats can also convey the personal – right down to passion for the cause – and thus sales talks can take place successfully and in perceived "proximity". But honestly, we are very happy that personal contact is now entirely possible again.
This is elementary for us – for example, for possible solutions to specific problems. All in all, our customer relationships are based on a very cooperative partnership. At Hannover Messe we can present our products and make them tangible. This brings measurable results – some important business relationships have already been formed here.


“Synergy. Together for greater success“: What is behind this year's trade fair motto?

Igor Magugliani: With this motto we express that the challenges of our time can only be overcome together. We are convinced of this. To advance complex issues and achieve progress, close cooperation in partnership is essential.


At which other trade fairs will Wöhner be represented this year besides Hannover Messe?

Igor Magugliani: Apart from Hannover Messe, we will also take part in SPS in Nuremberg as usual. A new addition to our trade fair portfolio is automatica in Munich. Here, together with our sister company Future Systems, we will mainly present our electronic products. On the international stage, FIEE in Brazil is coming up this year in July, where our Brazilian colleagues will again be represented with their own booth. Furthermore, there is Onninen – not a trade fair, but an event of a wholesaler, which, however, shows similar effects.